Optimization Settings

CitizenNet offers many optimization to get the most out of your campaigns, ranging from automation of many common (but tedious) tasks, to CitizenNet exclusive features.

Campaign Pacing Options

These options will control the pacing of your campaigns.To find, go to: Go to the Campaign Details Page -> Spend Tab

CitizenNet Auto Bid

Let CitizenNet manage manual bids with its proprietary algorithm. Enter an initial bid amount, and after a period of time CitizenNet will automatically adjust bids up or down for the lowest possible price.

Enable Performance Sales Goal

You can have CitizenNet adjust campaigns so that they will achieve some Performance (Sales) goal. For example, if you have ensure that a campaign delivers a certain volume of clicks, you can choose clicks as a Performance Goal type, and then enter in a goal amount (eg. 1,000 clicks). You can have the campaign pace evenly to that goal, or pause once that goal is reached.

Past Performance for Initial BudgetAnalyzes the difference in historical performance by targeting type (within company/objective) to shift initial budget allocation to what has historically been the best performing targeting type. This is best for short duration campaigns where budget based on audience size may not be ideal.

Use Audience Reach and Saturation for Budget AllocationThis acts as a cap to make sure that an ad set does not get too much budget given its reach and current saturation.

Use Cost Per KPI as Budget Allocation metricCurrently we use KPI/Cost Per KPI which means that we give weight to audiences that are getting a lot of your metric even if the Cost Per KPI is a bit worse. This was an effort to reduce underspend, but I think using just Cost Per KPI is best practice moving forward

Use Daily Spend RatioSimilar to Audience Reach & Saturation, this feature is trying to limit over-allocating an ad sets budget. It does this by looking at the daily spend an ad set is getting vs what we would expect given the budget. For example, lets say you have a 7 day campaign with a $700 budget. We would expect a spend of $100 per day. If after 1 day we saw that the ad set was only spending $10 a day we would reduce the ad set budget to $70 so that the remaining $630 could be sent to ad sets that will spend it.

Use Budget WindowsUse last X day performance to dictate budget allocation, rather than lifetime. We have determined windows for various objectives that are significant enough to indicate future performance:

Split TestingSplit Testing helps advertisers understand how different aspects of their ads affect campaign performance. Similar to A/B testing, Split Testing lets you test different versions of your ads so you can see what works best and improve future campaigns.

So say you wanted to do a fair test to see if one targeting strategy works better than another. Split testing allows you to split FB into two groups, each containing half of all Facebook users. You could then advertise one strategy to one half, and another strategy to the other half, making a fair test.To find, go to:

Interest EvolutionLook at affinity interest performance, removes poor performing interests, adds in new interests that we expect to perform well. Repeats every couple days until performance stops improving